Latest news with #NationalDataManagementOffice
Campaign ME
11-03-2025
- Business
- Campaign ME
Why clean rooms are the lighthouse in a data haze
The digital marketing world is in upheaval, much like a ship caught in a storm. With third-party cookies crumbling and privacy laws tightening, first-party data is now the star of the show. Businesses are racing to harness its power for deeper insights and personalised experiences. But this rush has created a 'first-party data haze' – a maze of collection, management and activation challenges. Enter data clean rooms, the beacons of light offering a secure, privacy-friendly way to navigate these treacherous waters. First-party data remains the treasured gold. It's the direct link to your customers, revealing their behaviours, preferences and needs. Collected with consent, it can supercharge marketing campaigns, boost revenue and build loyalty. But the voyage to leveraging this data can be complex and turbulent, resulting in a whopping 75 per cent of marketers still relying on third-party cookies for their marketing strategies. The hurdles 1. Data overload: First-party data is scattered across customer relationship management (CRM) systems, marketing platforms, and e-commerce databases. Integrating this into a single, actionable view requires significant technical expertise and investment. Plus, data quality is crucial – inconsistent formats, incomplete records, and outdated information can lead to flawed insights and misguided marketing efforts. Think of it as trying to navigate with outdated maps and scattered coordinates. 2. Privacy maze: Ever-changing regulations such as the Personal Data Protection Law (PDPL) and National Data Management Office (NDMO) standards demand transparency and explicit consent for data use. This makes navigating the compliant collection and use of first-party data harder, especially when collaborating with partners. 3. Measurement effectiveness: Without access to third-party cookies, attributing conversions and understanding the customer journey across different touchpoints has become significantly more complex. This lack of clarity hinders the ability to optimise marketing spend and to demonstrate return on investment. The solution: data clean rooms Data clean rooms offer a secure and privacy-preserving space for multiple parties to analyse data together without sharing the raw data. Think of it as a secure vault where different datasets can be brought together, analysed and matched, but the individual records remain protected. Data clean rooms operate on the principle of differential privacy, a sophisticated mathematical technique that adds noise to the data to make it impossible to identify individual records. This ensures that insights derived from the combined datasets do not reveal personally identifiable information. They employ techniques such as data masking, aggregation, and noise addition to safeguard individual privacy while enabling valuable analysis. This enables businesses to leverage: Enhanced first-party data: By combining their own first-party data with that of a partner, businesses can gain a more holistic view of their customers and identify new segments, enabling more targeted and engaging advertising campaigns. A recent PwC study found that businesses using data clean rooms experienced 10-15 per cent increase in customer engagement. Effective measurement: Data clean rooms enable businesses to measure the impact of their marketing campaigns across different channels and platforms. By matching anonymised customer data with campaign exposure data, they can accurately attribute conversions and optimise their marketing spend. Facilitated partnerships: Data clean rooms enable secure data sharing and collaboration with partners, such as publishers, retailers and other data providers. This allows businesses to expand their reach and access new audiences while adhering to privacy regulations. New revenue streams: By combining data from different sources, businesses can gain a deeper understanding of customer needs and preferences, unlocking revenue streams. As digital marketing evolves, data clean rooms will get even smarter, integrating AI and other technologies. Businesses must invest in data quality and governance to ensure accuracy and compliance. With 63 per cent of CMOs eyeing clean rooms as a top investment, the future is bright. By responsibly harnessing first-party data, businesses can build stronger customer relationships, gain a competitive edge, and drive growth. Navigating the data haze 1. Start small, scale fast: Begin with a pilot project to test the waters. Identify a specific use case, gather initial insights, and then scale up based on what works. 2. Invest in technology: Equip your team with the right tools for data integration, quality management, and privacy compliance. This will streamline processes and ensure you're always a step ahead. 3. Foster a data-driven culture: Encourage collaboration across departments. Break down silos and promote data sharing to create a unified approach to customer insights. 4. Stay updated on regulations: Keep abreast of the latest privacy laws and ensure your practices are compliant. This will build trust with your customers and protect your business from legal pitfalls. 5. Leverage AI and machine learning: Use advanced analytics to determine propensity to purchase and trends in your data. This can provide a competitive edge and drive more effective marketing strategies. At the risk of taking the seafaring analogy too far, your data strategy should begin by setting sail on a short voyage before embarking on a long expedition. You'll need to upgrade your ship with the latest navigation equipment and ensure your crew works together seamlessly. Think of your tech stack as an investment in a seasoned navigator who can predict weather patterns and chart the best course. And don't forget to get up to speed on your maritime law knowledge, crucial for safe sailing. The shift towards activating first-party data is transforming digital marketing and by embracing a technology first approach, businesses can navigate the first-party data haze, build stronger customer relationships, and drive sustainable growth. By Keyur Dhavle, Associate Director – Data and Analytics Strategy, Merkle MENA
Zawya
12-02-2025
- Business
- Zawya
KPMG and Edarat launch strategic partnership to accelerate AI adoption in Saudi Arabia
Riyadh, Saudi Arabia: KPMG, a leading global professional services firm has teamed up with Edarat, the largest independent data center provider in the Middle East and North Africa region, to drive AI adoption across the Kingdom. The partnership was sealed with an MoU signed in the sidelines of LEAP in Riyadh, the premier technology conference in the region, and marks a significant step toward achieving Saudi Arabia's Vision 2030 by positioning it as a global leader in AI innovation. KPMG in recent years has double-downed on its Digital and Innovation advisory services portfolio, particularly in the domain of AI. Its latest venture, Project Emerald AI is a cutting-edge private cloud infrastructure designed to make AI deployment easier and more cost-effective for organizations based in Saudi Arabia. The tool is built to ensure full compliance with local regulations while providing scalability and security, making it an ideal solution for Saudi businesses looking to embrace AI without significant upfront costs. Edarat serves as one of the largest independent data center providers in the MENA region. With a focus on delivering reliable IT infrastructure, Edarat supports critical operations across various industries, ensuring high availability and security for clients' digital needs. KPMG and Edarat are collaborating to address key challenges in AI adoption, by eliminating data residency, cybersecurity, and scalable infrastructure concerns. This partnership aims to accelerate the implementation of AI technologies in the Kingdom while ensuring compliance with the National Data Management Office and other regulators in a low cost and efficient way. 'KPMG is committed to empowering Saudi Arabia with the latest AI technologies to drive economic growth, societal transformation, and turbo-charge the regions intelligent economies. This collaboration with Edarat showcases our joint commitment and considerable investment to scale the AI infrastructure necessary in the Kingdom. With Mazhar Hussain, our AI leader for the region, at the helm of this priority mandate, I am confident this initiative will provide a unique value proposition for our clients, our people and pave the way for an AI-ready future," said Robert Ptaszynski, Partner and Head of Digital and Innovation at KPMG Middle East. From Edarat, Jihad Nehme, Chief Business Development Officer commented: 'We are excited to partner with KPMG in this transformative journey towards AI adoption in Saudi Arabia. At Edarat, we believe that our robust data center facilities and cloud infrastructure is crucial in enabling businesses to harness the power of AI effectively and securely. This collaboration not only strengthens our commitment to providing reliable IT solutions but also aligns with our vision of supporting the Kingdom's ambitions under Vision 2030. Together, we aim to pave the way for a vibrant, innovative future that accelerates economic growth and enhances industry efficiency."
Zawya
06-02-2025
- Business
- Zawya
SDAIA's National Data Management Office Director awards AI Service Provider accreditation certificates
Riyadh: Director of the National Data Management Office (NDMO) at the Saudi Data & AI Authority (SDAIA) Alrebdi bin Fahad Alrebdi yesterday awarded AI service provider accreditation certificates to 40 entities in Saudi Arabia. These entities met the AI ethics maturity requirements and standards for AI products and services, demonstrating reliability, responsible use, and commitment to AI principles and ethics. The awards were presented at the conclusion of a two-day meeting organized by SDAIA in Riyadh. The meeting, which focused on the current state of AI regulation and governance in Saudi Arabia, was attended by over 700 officials from the government and private sectors. The accreditation certificate aligns with SDAIA's strategic objectives to establish the Kingdom of Saudi Arabia as a leader in the responsible use of AI. Entities interested in obtaining the certificate and badges can access the National Data Governance Platform: The meeting saw broad participation from experts, specialists, stakeholders, and representatives from the government and private sectors. Discussions included the Kingdom's AI readiness report, enhancing responsible AI use to raise the level of AI maturity, and the importance of adopting controls and policies that support the ethical use of smart technologies in the Kingdom. University representatives and early adopters of AI badges also shared their local and global experiences in achieving responsible use of AI products. Participants discussed the study of AI regulations across sectors, the achievements and challenges facing AI regulation in government and private entities, and international experiences in the field. This meeting reflects SDAIA's ongoing efforts to regulate the data and AI sectors in the Kingdom by developing specialized policies, standards, and controls, as well as promoting awareness and adoption of relevant regulations, laws, and decisions related to data and AI. As the national reference for all matters related to data and AI in Saudi Arabia, including regulation, development, and handling, SDAIA aims to raise the level of adoption and maturity of AI services and products in the Kingdom to achieve the objectives of Saudi Vision 2030.
